Tag: product launch

For many B2B companies, full-scale product launches are not something they do frequently. So when it’s time to introduce their newest innovation to the world, the planning phase can be a little overwhelming.

Launching a new product can be a daunting task. But managing the multiple opinions, differing goals and varying expectations can be made easier by mapping out how to address or appeal to myriad audiences.

Unless you were living under a rock, you heard about the Starbucks Unicorn Frappuccino. The launch and success of the “stunt food” offers a few lessons for B2B marketers when it comes to making waves of their own.

In the B2B foodservice space, many manufacturers leverage industry trade shows to launch new products. And although the timing is great, all the ‘new’, ‘innovative’ and ‘must-see’ products can start to look alike after a while. That is, unless your launch looks very different.

I know we’ve shared with you before the most important steps to realize the success of your product launch (and why many of product launches fail). If you remember, #1 on that list was to “Really understand your customer/consumer.”

So your company has a brand new product that is going to change the way your customers do business. You’ve field-tested the product. Customers love it. It saves them money, increases their efficiency and throughput, and in general enhances their bottom line. Boom. You’re ready for launch, right? WRONG.